Marketer's Toolkit The 10 Strategies You Need to Succeed

ISBN-10: 1591397626

ISBN-13: 9781591397625

Edition: 2005

List price: $24.95 Buy it from $9.85
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy


Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits.
Used Starting from $13.75
New Starting from $20.12
what's this?
Rush Rewards U
Members Receive:
You have reached 400 XP and carrot coins. That is the daily max!
Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
Business Ethics Online content $4.95 $1.99
Add to cart
Study Briefs
Business Law Online content $4.95 $1.99
Add to cart
Study Briefs
Management Online content $4.95 $1.99
Customers also bought

Book details

List price: $24.95
Copyright year: 2005
Publisher: Harvard Business Review Press
Publication date: 2/1/2006
Binding: Paperback
Pages: 229
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.990
Language: English

Marketing Strategy: How It Fits with Business Strategy
What Is Strategy?
The Strategy Process
Where Marketing Fits In
Marketing Strategy and Product Life Cycles
Summing Up
Creating a Marketing Plan: An Overview
From Strategy to Plan
Implementing Your Plan via the Marketing Mix
Controlling Plan Implementation
Summing Up
Market Research: Listen and Learn
Formal Market Research
Two Formal Methods for Analyzing Buyer Preferences
Informal Research Methods: Close Customer Contact
Summing Up
Market Customization: Segmentation, Targeting, and Positioning
From Segmentation to Targeting
Summing Up
Competitor Analysis: Understand Your Opponents
Who Are Your Competitors?
Characteristics for Analysis
Porter's Five Forces Framework
Summing Up
Branding: Differentiation That Customers Value
Differentiation of Commodity Products and Services
Approaches to Differentiation
Differentiation That Matters
Summing Up
The Right Customers: Acquisition, Retention, and Development
Customer Economics
Customer Retention
Customer Development
Summing Up
Developing New Products and Services: The Marketer's Role
The Two Types of New Products
Extending Product Lines into New Segments
The New-Product Process
The Marketer's Role
Your New-Product Strategy
Beyond New
Summing Up
Pricing It Right: Strategies, Applications, and Pitfalls
Cost-Plus Pricing
Price Skimming
Penetration Pricing
Exploiting the Experience Curve
Prestige Pricing
Bait and Hook Pricing
Price Promotions
Customer-Perceived Value: The Ultimate Arbiter of Price
Pricing and the Product Life Cycle
Summing Up
Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation
The Goal of Marketing Communications
Communication Vehicles
Putting It All Together
The Management Challenge
Summing Up
Interactive Marketing: New Channel, New Challenge
Growing Online Sales
E-mail Marketing
Web-Based Merchandising
Summing Up
Marketing Across Borders: It's a Big, Big World
Product Decisions
Place (or Distribution)
Controlling Global Marketing Decisions
Summing Up
The Future of Marketing: Tomorrow's Challenges
Today's Buyers Have More Information
Delivering on the Promise
Cutting Through the Clutter
Market Fragmentation
Measurement and Accountability
The Ethics of Marketing
Summing Up
Useful Implementation Tools
For Further Reading
About the Subject Adviser
About the Writer
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.